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題名:電子口碑訊息和訂價:以臺灣連鎖經營酒店為例
書刊名:商略學報
作者:侯佩妤陳俊智包曉天
作者(外文):Hou, Pei-yuChen, Chun-chihPao, Hsiao-tien
出版日期:2017
卷期:9:2
頁次:頁103-118
主題關鍵詞:酒店房間訂價電子口碑巢狀迴歸分量迴歸關聯性分析Hotel room priceElectronic word-of-mouthNested regressionQuantile regressionCorrelation analysis
原始連結:連回原系統網址new window
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  • 共同引用共同引用:1
  • 點閱點閱:3
全球積極發展高產值的綠色觀光產業,其中高單價產品之一是酒店客房價,本研究以台灣50 家連鎖經營酒店為樣本,創新採用旅遊評論網TripAdvisor 中的電子口碑訊息(EWOM)和酒店房間訂價之重要影響因子做關聯性分析,提出一個可以同時提升顧客感知滿意度及房間訂價的雙贏策略,讓顧客覺得錢花得有價值,進而提升觀光產業產值。結果顯示( 1)最顯著正向影響房間訂價的因子依序是自由行旅客比例、規模及客房服務員均數;(2)自由行旅客比例和服務員均數分別和EWOM 中的地點意度以及房間舒適度╱服務滿意度有高度正相關。酒店訂價策略的建議是維持規模,增進地點、舒適、服務等面向的建設及效率,藉以提升房間訂價及EWOM 中的感知滿意度,達到顧客滿意及產值提升的雙贏目標。
Among the world's positive development of high-value green tourism industry, hotel rooms are one of the high-priced products. Based on the sample of 50 chain hotels in Taiwan, innovatively used the TripAdvisor's electronic word-of-mouth messages (EWOM) and the important influence factors of hotel room pricing to do the correlation analysis. A win-win strategy that can improve both customer satisfaction and room pricing is proposed, so customers feel that the money is worthwhile, thus increasing the value of the tourism industry. The results show that (1) in accordance with the order, the proportion of free independent travelers (FIT), the scale, and the number of room attendants have significantly positive impact on the room price; (2) the relationships between FIT and location satisfaction in EWOM, and between attendants and Room comfort/service satisfaction in EWOM are significantly positive correlation. The proposed pricing strategy is maintaining the scale, improving the construction and efficiency of location, comfort, and service, in order to enhance room pricing and perceived satisfaction in EWOM, to achieve customer satisfaction and output enhancement of the win-win goal.
期刊論文
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3.Browning, V.、So, K. K. F.、Sparks, B.(2013)。The Influence of Online Reviews on Consumers' Attributions of Service Quality and Control for Service Standards in Hotels。Journal of Travel & Tourism Marketing,30(1/2),23-40。  new window
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5.Kang, H. H.、Liu, S. B.(2014)。Corporate Social Responsibility and Corporate Performance: A Quantile Regression Approach。Quality & Quantity,48,3311-3325。  new window
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11.Tsao, Wen-Chin、Hsieh, Ming-Tsang、Shih, Li-Wen、Lin, Tom M. Y.(2015)。Compliance with eWOM: The influence of hotel reviews on booking intention from the perspective of consumer conformity。International Journal of Hospitality Management,46,99-111。  new window
12.Viglia, G.、Minazzi, R.、Buhalis, D.(2016)。The influence of e-word-of mouth on hotel occupancy rate。International Journal of Contemporary Hospitality management,28(9),2035-2051。  new window
13.Xie, L. K.、Zhang, Z. Z.、Singh, A.、Lee, S. K.(2016)。Effects of managerial response on consumer eWOM and hotel performance: Evidence from TripAdvisor。International Journal of Contemporary Hospitality Management,28(9),2013-2034。  new window
14.Zhang, Z.、Ye, Q.、Law, R.(2011)。Determinants of hotel room price: An exploration of travelers' hierarchy of accommodation needs。International Journal of Contemporary Hospitality Management,23(7),972-981。  new window
15.Chen, Ching-Fu、Rothschild, R.(2010)。An Application of Hedonic Pricing Analysis to the Case of Hotel Rooms in Taipei。Tourism Economics,16(3),685-694。  new window
16.Hung, W. T.、Shang, J. K.、Wang, F. C.(2010)。Pricing Determinants in the Hotel Industry: Quantile Regression Analysis。International Journal of Hospitality Management,29(3),378-384。  new window
17.Lockyer, T.(2005)。The perceived importance of price as one hotel selection dimension。Tourism Management,26(4),529-537。  new window
18.Mattila, A. S.(2001)。Emotional Bonding and Restaurant Loyalty。Cornell Hotel and Restaurant Administration Quarterly,42(6),73-79。  new window
19.Yang, Ching-Chow、Jou, Yung-Tsan、Cheng, Lai-Yu(2011)。Using integrated quality assessment for hotel service quality。Quality & Quantity,45(2),349-364。  new window
20.Zhang, H.、Zhang, J.、Lu, S.、Cheng, S.、Zhang, J.(2011)。Modeling Hotel Room Price with Geographically Weighted Regression。International Journal of Hospitality Management,30(4),1036-1043。  new window
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會議論文
1.胥愛琦、呂書屏(2009)。公司經營績效差異性之分析--Panel分量迴歸之應用。2009行為財務學暨新興市場理論與實證研討會。  延伸查詢new window
圖書
1.Mosteller, F.、Tukey, J. W.(1977)。Data analysis and regression: a second course in statistics。Addison-Wesley。  new window
 
 
 
 
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